July 23, 2008
Hispanic Radio Appeal Is Tops with Teens
Arbitron Study 2007 Edition. "Hispanic Teens and Radio".
Almost two-thirds of the nation’s Hispanic 12+ population listen to network radio each week. The medium reaches male and female Hispanic adults almost equally. Hispanic affinity for network radio is strong across all age groups, but the medium is tops with teens, reaching 75 percent of Hispanic listeners ages 12 to 17 each week. Network radio reaches Hispanic consumers regardless of which language they use. More than half of those who are Spanish-Dominant and more than three-quarters of those who are English- Dominant hear network radio each week.
Metro Area Hispanic Population Size and Growth
Posted by Ahorre at 10:37 AM
August 09, 2005
Hispanic Radio Market Hurban Spanish Language
By P. Solomon Banda, AP - As he waited for the bus on a searingly hot day in Denver, Chaz Aguinaldo leaned back and listened to the syncopated beat and Spanish lyrics coming through his headphones.
No Beck for Aguinaldo. No Black Eyed Peas. He was tuned in to KMGG-FM and a new format the radio chain giant Clear Channel Communications Inc. calls Hurban, for Hispanic urban. The playlist includes everyone from crossover stars like Shakira to Daddy Yankee, the Puerto Rican artist who mixes hip-hop and Latin beats in a musical fusion called reggaeton.
The DJs, like the songs, mix English and Spanish freely, sometimes in midsentence. Clear Channel's slogan for its new Hurban stations is "Latino and Proud," something that resonates with Aguinaldo.
"It's in both English and Spanish, the way it should be," he said.
English is still the language of choice for most of the nation's nearly 14,000 radio stations, but a booming Hispanic population is pushing dramatic change: Spanish-language radio is at an all-time high, with more than 678 stations across the country, according to Arbitron Inc.
"That number could double in two years," said Mike Henry, a Denver-based radio consultant.
In 2000, the U.S. census counted 35.6 million Hispanics, and that number has grown to 41.3 million. Estimates of Hispanic purchasing power now top $630 billion, up nearly threefold from $233 billion in 1990, and it's expected to reach $926 billion in 2007, according to Denver marketing firm Heinrich Hispanidad.
Spanish-language radio is no longer about mom-and-pop stations that operated for years on the fringes of the AM dial.
While Hispanics account for nearly 14 percent of the U.S. population, expenditures by companies trying to reach this market account for only 3.2 percent of total advertising dollars, according to the Association of Hispanic Advertising Agencies.
San Antonio-based Clear Channel recently converted English-language radio stations to the Hurban format in Denver, Albuquerque, Houston and Miami.
Denver's KBNO-AM - Que Bueno (Spanish for "how good") to its listeners - had been No. 1 from October through July in the 18-to-34 category during the morning drive.
"Our strength is our localization - community service and community involvement," said station Vice President Mike Ferrufino.
"I think people are only now becoming more familiar with the power of the Hispanic market, whether politically or economically," he said. "Competition will only help us get better."
Posted by Ahorre at 05:46 PM
May 04, 2005
About Grupo Latino de Radio
Grupo Latino de Radio (“GLR”) is the world’s foremost Spanish language radio group. With its sister company, Cadena SER, GLR owns and operates close to 800 Spanish language radio stations in nine countries including Mexico, Colombia, Argentina, Spain and the United States.
Together, GLR stations attract 26 million listeners every day. GLR’s best known brands include Los 40 Principales (pop music), W Radio (talk/news), Caracol (talk/news) and La Ke Buena (regional Mexican music). With 75 years’ experience in Spanish language radio, GLR is the uncontested leader in most of the radio markets in which it operates. GLR recently launched GLR Networks to supply Spanish language radio stations in the US with world class programming (http://www.glrnetworks.com).
Posted by Ahorre at 08:39 AM
February 27, 2005
Hispanic Radio Advertising
The rapidly growing U.S. Hispanic American population represents untapped potential for the radio advertiser market, according to a new study by Arbitron Inc.
Arbitron’s Power of Hispanic Consumers Study 2004-2005 shows that Hispanic consumers are heavier users of radio than newspapers or television. They spend significantly more time with radio than Non-Hispanics, averaging 22 hours and 30 minutes per week. Hispanic Americans spend half their radio time listening to Spanish-language formats, a group of formats consisting of diverse musical and programming tastes, from Tropical to Talk.
“According to the U.S. Census Bureau, there are approximately 40 million Hispanics-Americans living in the U.S with $686 billion in spending power, a number that is growing at twice the annual rate of non-Hispanics,” said Stacie de Armas, Arbitron’s Director, Hispanic Services. “Advertisers are taking note of the desirability of Hispanic-American consumer. From 1998 to 2003, corporate spending on Hispanic advertising has nearly doubled to $2.7 Billion. Advertisers and agencies should strongly consider radio advertising based on the predilection U.S. Hispanic consumers have towards this medium.”
Hispanic Americans are younger than general population. More than half (52 percent) are married and more than half (55 percent) of Hispanic households have four or more members. More than one-third has at least some college education or more. Hispanics are more likely to be employed than the average American, with 14 million Hispanics adults employed full time in the United States.
The study also found that Hispanic Americans are:
· Nineteen percent more likely to spend $500 or more on children’s clothing per year;
· Twice as likely to spend $500 or more on athletic shoes per year;
· Spending more on cell phones, with nine percent spending over $100 per month on cell phone bills;
· Seeing more movies than the average American and 81 percent more likely to see a movie in its opening week;
· More likely to take several trips outside the continental United States per year. In fact, they are 31 percent more likely to have taken five or more trips outside the U.S. within the last three years
To view study CLICK below (Adobe Acrobat Reader required):
http://www.arbitron.com/downloads/hisp_consumer_study_2004.pdf
Posted by at 09:22 AM
February 14, 2005
Urban Radio Listeners
Scarborough Research released an analysis which finds that Urban Radio Listeners* are big spenders in many significant retail categories, including automotive, sports apparel, wine, and wireless.
When it comes to automotive, one of the top advertising categories for radio, Urban Radio Listeners are 52 percent more likely than all U.S. adults to plan to purchase a luxury vehicle during the next year. This accounts for more than one-quarter (27 percent) of intended luxury vehicle purchases nationally during the next 12 months.
Urban Radio Listeners also demonstrate purchasing power when it comes to sports apparel. They account for more than one-third (35 percent) of consumers who spend $500 or more on athletic clothing yearly. In the sports league and team apparel category, Urban Radio Listeners are more than twice as likely as all consumers to have purchased NBA apparel and 37 percent more likely to have purchased NFL apparel in the past year. Additionally, Urban Radio Listeners who purchased athletic shoes during the past year spent an average of $142 on these shoes, versus the national average of $123.
Urban Radio Listeners tend to be high-end spenders for wine and wireless services. They are 43 percent more likely than the national average to “usually” spend $20 or more on a bottle of wine. It would also appear that they like to talk on the phone. Urban Radio Listeners’ monthly wireless phone bill is 10 percent greater than the national average ($64 monthly for Urban RadioListeners vs. the national average of $58.).
“Urban radio delivers an audience eager to make high-end purchases in all types of categories,” said Mario Christino, Corporate Director of Sales & Marketing, Radio One Inc. “Local and national advertisers alike can tap into this lucrative consumer group by appealing to their interest in luxury goods. Feelings of self-worth and personal success are strong motivators in the purchases of high-end luxury items.”
Even more spending distinctions can be found when comparing the different formats that make up Urban Radio. For example, 10 percent of Rhythmic Contemporary Hit Radio Listeners say they usually spend $15 or more on a bottle of wine, versus just four percent of Contemporary Inspirational Listeners. While 15 percent of Gospel Listeners spent more than $100 on athletic shoes during the past year, this increases to 22 percent for Urban Oldies listeners. On the other hand, Gospel Listeners tend to be the biggest spenders among Urban Radio Listeners when it comes to men’s business clothing, with those making a purchase in the past year spending an average of $270. Contemporary Inspirational Listeners, in contrast, had an average expenditure in this category of just $237.
“The nuances among listeners of various urban formats provide advertisers with an opportunity for very precise targeting,” said Howard Goldberg, Senior Vice President, Radio Services, Scarborough Research. “It is crucial that marketers analyze format distinctions across retail categories. Examining luxury vs. value, name brand vs. generic, older vs. younger, and Los Angeles vs. Atlanta, for the various urban formats can demonstrate important differences.”
Demographically, Urban Radio Listeners tend to be young (more than twice as likely as all consumers to be ages 18-24), single (twice the national rate), and African American (almost four times as likely). Forty-two percent of Urban Radio Listeners have an annual household income of $50K+, making them 10 percent less likely than all consumers to be in this income bracket.
“Advertisers seeking to target the urban consumer must understand that this community has operated from the mindset of disproportionate spending and destination shopping for centuries. Urban buyers are also motivated to spend by factors other than just price, including but not limited to personal satisfaction, instant gratification for early adopters, reliability and quality," said Julian Davis, Director of Urban Media Services, Arbitron Inc. “Marketers who not only genuinely become involved with the community, but who also consider population density and other factors beyond income levels, will be successful in increasing brand loyalty and product sales among urban consumers.”
* Urban Radio Listeners are consumers 18+ who listen to Contemporary Inspirational, Gospel, Rhythmic Contemporary Hit
Radio, Urban AC, Urban Contemporary, or Urban Oldies.
The markets where the most Urban Radio Listeners can be found closely mirror those markets with the most Black/African-American radio listeners. New York tops the list, with nearly 4.3 million Urban Radio listeners. Rounding out the top 5 markets are Los Angeles, with 2.7 million Urban Radio listeners; Chicago (1.7 million), Atlanta (1.2 million), and Philadelphia (1.1 million). Nationally, 18 percent of consumers tune in to Urban Radio.
For more information at >http://www.www.scarborough.com
Posted by at 10:57 PM
February 05, 2005
$1B Los Angeles Spanish Radio Market 2004
Hispanic Ad - In 2004, the Los Angeles Metro Radio market (Los Angeles and Orange Counties) once again exceeded $1 Billion in revenue according to the SCBA, based on individual station reports. The 59 commercial stations on 53 formats that are home to the metro put $1.045 billion in advertising on the air in 2004. That's up slightly, by about 1%, over 2003, which marked the first time in history that a radio market exceeded $1 Billion in revenue in a year.
The Los Angeles Media Market, defined as the 5 county area including Los Angeles, Orange, Riverside, San Bernardino and Ventura counties, did over $1.275 Billion.
Compared to newspaper and spot TV, radio led the local media market in growth for 2004. The Jan – Nov 2004 YTD data from the Miller Kaplan Arase LLP/TNS-CMR Los Angeles X-Ray report showed Newspaper with a decline of 8.5% YTD in revenue over 2003, while spot TV was up 1.3% and Radio was up 1.5%.
The X-Ray report includes 35 LA radio stations. Newspapers included are LA Times, LA Daily News, La Opinion, OC Register, Riverside Press-Enterprise, San Bernardino Sun, San Gabriel Valley News Group, Ventura County Star, Long Beach Press-Telegram, Inland Valley Daily Bulletin and Copley LA Newspaper Group. TV Stations are Channels 2, 4, 5, 7, 9, 11, 13, 34, 52 and 56.
"Radio is growing because more advertisers are understanding just how consumers use different media. People spend over one-third of their media time each day with their favorite radio stations. That's usually more time than they devote to any other medium, including TV/Cable TV. Between traffic congestion, working (nearly 3/4 of women 18-54 in Los Angeles work) and driving farther, we spend less and less time in our homes, with neighbors and with at home media. To make up for that, we create Virtual Neighborhoods where we can participate and feel as if we belong. That's exactly what a radio station is – a Virtual Neighborhood."
"More advertisers are realizing it's time to build Virtual Businesses in those Virtual Neighborhoods and use radio to connect one-on-one with individual consumers. All the newest research by Wirthlin Worldwide and the PreTesting Lab indicate that Radio is unique in the way consumers relate to it. Radio truly becomes Word of Mouth advertising. And that’s what moves product."
Courtesy of Southern California Broadcasters Assn.
Posted by at 04:09 PM